Come join a senior digital innovation program at Ferrari with a different kind of business school: Hult Ashridge Executive Education. If interested, please email me at emilio.cristobalrubio@ashridge.hult.edu

1. Length
Program Overview
The global economy is increasingly
marked by the VUCA world. Digital
disruption, particularly in areas such
as e-commerce, platform business
models, predictive analytics, AI,
conversational commerce and
cybersecurity, is already producing
today more data than most
organizations can deal with. McKinsey
estimates that by 2025, insights from
connected devices alone will yield
$11 trillion potential economic value.
Along with customers and employees
expecting increased engagement and
value, transitioning organizations into
digital futures is difficult, expensive
and fraught with pitfalls, while the
opportunities are tremendous. This
3-day cross-functional program
will generate insights on digital
ecosystems and futures – aimed at
digital strategy, and less on digital
Marketing at a granular level.
This program explores the unprecedented speed of
digital transformation, and will help equip you with
the right frameworks and tools to shape winning digital
future strategies for your brand(s) and organization.
3 days
Dates
9-11 April 2019, Abu Dhabi
16-18 September 2019, Ferrari HQ
Maranello, Italy
Fee
£4,500 + VAT including all residential
and catering costs
“We are delighted to launch this
unique digital consortium program in
special partnership with Ferrari. This
is a highly experiential course at
Ferrari,Maranello, Italy andAbu
Dhabi where all program participants
can share their best practices and
challenges,and not only learn from a
live Ferrari Digital challenge,but also
work on their own digital future
strategies.”
Tanja Levine
Ashridge Client Director for Ferrari
Benefits toYou and
Your Organization
In our past digital courses at Ferrari,
we had tech disruptors, start-ups,
financial services, retail, telcom
companies like Deutsche Telekom,
manufacturing like ThyssenKrupp and
Continental, pharma and healthcare
companies like Merck, lifestyle brands
like Coca-Cola, Puma and Ferrari,
amongst many others, working
together on “live” digital business
challenges, and sharing their best
practices and challenges to find new
moon-shot growth innovation ideas.
• You will develop the confidence and
skill set to better understand the
latest trends, drivers and implications
for digitization and to build your own
digital futures with a proven foresight
framework
• Craft concrete moves for your own
company’s digital business model and
position pro-actively customers and
competitors, new entrants and suppliers
• Gain knowledge of best practice
programs and tools, the potential
pitfalls and successes involved
in digital transformation programs
through example activities undertaken
by other companies
“We could not have imagined a
better approach.The caliber and
diversity of innovative ideas that
sparked out of this program are
inspiring.”
Dennis de Munck
Talent Acquisition Manager, Ferrari S.p.a
Digital Futures:Winning Amidst Disruption

2. Ashridge Executive Education
Berkhamsted, Hertfordshire HP4 1NS, United Kingdom
To find out more and to register, please contact
Tanja Levine, Ashridge Client Director for Ferrari
T: +41 79 7870652
E: Tanja.levine@ashridge.hult.edu
Registered as Ashridge (Bonar Law Memorial) Trust.
Charity number 311096.
Our Approach
Participants will complete some
pre-program reading as well as submit
a one-paragraph statement about the
critical digital transformation challenge
their organization is facing. The faculty
team will review the challenges and
select which ones will be worked on
during the program by small teams, in
addition to the Ferrari digital challenge
which will be presented to senior Ferrari
leaders at the end of the program.
During the program, participants will
keep a learning journal daily to capture
their personal insights and they will be
given the opportunity to discuss these
insights with the faculty confidentially,
or, if broader peer feedback is
required, with the other participants.
The program allows time for
exchanging ideas and experiences
with other participants and the
faculty team.
Program Coverage
So you can plan a sustainable path
towards a digital future, this program
offers three sets of tools:
• Concrete steps and tools of
digitization employed by other
organizations, and their lessons
learned
• The integration of examples and
participant input with digital futures
through scenario-based foresight.
Scenario craft allows us to gain
greater visibility into the different
ways in which the digital landscape
can evolve, and to be prepared with
the right moves
• Actionable moves through trends
ecosystem analysis and capability
building frameworks
The integration of case studies and
participant input with digital futures
and strategy frameworks will allow
us to learn from others, see
uncertainty as opportunity and craft
high-level portfolios of strategic
options that have a better chance
of yielding digital success.
“Ferrari and Ashridge at Hult are
brands with global appeal, and
together we are ideally suited to
help global companies shape digital
futures and win amidst disruption!”
Prof. Dr. Olaf Groth
Program Director & Hult Global Professor
of Management, Strategy & Innovation
“The highlight was to engage with
peers from other industries and
companies, and learn from each
other’s similar digital challenges.
It was also great to have a diverse
team to work on a Coke-related
digital innovation opportunity and
for us to stand out in a crowded
digital space.”
Global Innovation Director, Coca-Cola
Your Profile
You are an experienced manager,
director or management/leadership
team member, keen to shape the
future direction of digitalization for
your brand(s) or organization, whether
you work in Marketing, Digital, or in
Innovation & Strategy.
Why Choose
This Program?
The learning group embraces all
participating organizations and brands
to share and build best practices
to shape winning digital futures
amidst disruption. Participants will
apply their learnings not only to a
live Ferrari digital challenge but also
to select digital plans for their own
organizations.
This program will also allow for a
unique immersion of the iconic Ferrari
brand in its birth-town of Maranello,
Italy, as well as in Abu Dhabi – you will
experience the race thrill of driving a
Ferrari car, and gain access to an
exclusive Ferrari experience.